CONFERENCE
Project title in Latvian: Korporatīvā identitāte digitālajā laikmetā: digitālās transformācijas ietekme uz korporatīvās identitātes pārvaldību un stratēģijas veidošanos
Project title in English: Corporate Identity in the Digital Age: The Impact of Digital Transformation on Corporate Identity Management and Strategy Formation
Project No.: LU-BA-PA-2024/1-0023
Implementation period: 01.09.2024.-28.02.2026.
Funding: 199 950 EUR
Funding for UL: 41338 EUR
Project leader (scientific): Tatjana Volkova (BA School of Business and Finance)
Project leader at UL: Anda Batraga
Research group:
BA: Tatjana Volkova, Didzis Rūtītis, Eduards Aksjoņenko, Marta Kontiņa;
UL: Anda Batraga, Jeļena Šalkovska, Liene Kaibe
Project aim: The aim of this project is to develop a comprehensive framework for corporate identity management (CIM) in the digital age, with a particular focus on the impact of digital transformation. By examining the uncertainties and challenges associated with CIM in the context of digital change, the project seeks to identify effective strategies and practices that align with organisational goals while fostering innovation and mitigating risks. Employing a mixed-methods approach—including literature review, expert analysis, and case studies—the project aims to generate both theoretical insights and practical guidelines for organisations across industries. The ultimate goal is to provide actionable recommendations to enhance the effectiveness of CIM, improve corporate strategy formation, and achieve sustainable value creation in digitally transformed markets.
The project is one of the activities supported under the Recovery and Resilience Facility project ‘Internal and External Consolidation of the University of Latvia’ (No. 5.2.1.1.i.0/2/24/I/CFLA/007).